brand personality

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

brand strategist

A person whose role is to originate and develop a brand strategy to help an organisation achieve its goals. Strategists use research techniques and methodologies to generate insights that i...

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

service brand

A brand representing a service rather than a product.

business strategy